In response to this brief, e3 developed the ‘50 Things’ website, www.50things.org.uk, allowing children and young people to create a bespoke digital personality or virtual ‘Outdoors Explorer’ that guides them through each of the unique 50 adventures.
Every adventure takes place in the real world and children document their experience to gain badges, online awards and costumes, allowing access to thousands of potential combinations.
Strategically, the goal was to bring about
From this, the teams collaborated to develop a unique and highly creative experience, which is easy to interact with. ‘Gamification’ techniques of compulsion loops and appointment dynamics were used as a key driver, using the main reason children spend time indoors to drive them outside and ultimately create behaviour change.
The campaign has become so successful National Trust now promote it as their main family offering across the United Kingdom.
To date, the campaign has exceeded all initial targets with the following results:
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